The art, the new, the ability to connect the dots and to make an impact – sooner or later, that can only come from one who creates, not from a teacher and not from a book.
The goal of a marketing interaction isn’t to close the sale, any more than the goal of a first date is to get married. No, the opportunity is to move forward, to earn attention and trust and curiosity and conversation.
The essence of marketing today is to tell a story to people who want to hear it, in a way that resonates with them so they are likely to either respond or connect to you, or tell their friends.
Empathy requires something extremely difficult: accepting the fact that we are not and never will be in the other person’s shoes. There’s no rational, universal course because individuals have different goals, different worldviews and different experiences.
